Our Marketing Blog

Our industry is ever-changing. Get insights and perspective from our experts as we share our knowledge and experience on how to successfully navigate the marketing landscape.

In our continuing series of examining Google Search Trends to gain insights into the top keywords queried in the USA, we present our findings for October 2022.

Every day, we capture the top three keyword phrases in terms of search volume as reported by Google Trends (US Only). Each term has an estimated query volume attached to it, which we also record. The number scale tops out at 10,000,000+ with a lower limit of 200,000+ (sometimes 100,000+). After the conclusion of the month, we look at the phrases we collected along with their volumes to get an understanding of what drove queries for the month.

Harvesting Search Queries in October 2022

Autumn 2022 is in full effect across the USA last month and we followed along, recording the top queried keyword phrases each day. Looking at our collection, we see interest in Halloween entertainment options, dreams of big lottery wins, and concerns about tech companies.  With the MLB playoffs, College and Pro Football games, and the NBA season starting up again, we collected a large number of keyword phrases related to sports. Lastly, the two events that best captured the moment in time that was October 2022: McDonalds introduced Happy Meals for adults and a gamer revealed his face. People showed their quest for knowledge of both these things via Google search and the AMP Agency team was there to witness it.

The Day of The Dead Doodle

We almost got through the whole month without seeing a keyword phrase queried more than 10 million times within a day.  On the last day of October, Google changed its logo and we got our top phrase of the month by query volume:

  • Day of the Dead - 10/31/2022 - 10,000,000+ queries

Clicks on the logo sent people to the results page for “Day of the Dead” as a celebration of a holiday  widely observed in Mexico.

October 2022 Entertainment Options

Thursday the 13th was the day to learn more about the films and TV shows that were made for frights.

  • Halloween Ends - 10/13/2022 - 1,000,000+ queries
  • The Watcher - 10/13/2022 - 500,000+ queries

Michael Myers is back for another installment of the Halloween movie series and home ownership is made scarier when letters arrive in the mail in the Netflix show, The Watcher. Yes, even scarier than the utility bills.

Swifties were excited about a new album and Heidi Klum dressed as a worm.

  • Taylor Swift - 10/20/2022 - 1,000,000+ queries
  • Heidi Klum - 10/31/2022 - 500,000+ queries

Taylor Swift’s Midnights album was released on the 21st and Heidi Klum hosted her first Halloween party since 2019 and was dressed extremely realistically as a human-sized worm. It’s another great sign that things are getting back to a post-pandemic reality. 

Powerball Fever

In October, they kept drawing numbers and they kept finding no winners. With no winners, the jackpot kept getting larger and so did the search interest.

  • Powerball - 10/25/2022 - 500,000+ queries
  • Powerball - 10/27/2022 - 500,000+ queries
  • Powerball - 10/29/2022 - 2,000,000+ queries

There’s definitely a correlation to the size of the jackpot and the number of queries.  When there is a chance to win a billion dollars (or close to it, after taxes), “Powerball” makes the daily top 3 in Google Trends.

Two Big Reveals

The gaming YouTuber Dream decided to reveal his face after years of concealing it and McDonalds released a Happy Meal made for adults that feature collectables from the streetwear brand, Cactus Plant Flea Market:

  • Dream face - 10/1/2022 - 1,000,000+ queries
  • Cactus Plant Flea Market - 10/3/2022 - 1,000,00+ queries

Dream’s face reveal was a big deal.  According to People.com, the video where he showed his face for the first time on YouTube generated over 21.9 million views and 2.5 million likes in less than a day.  Happy Meals for Adults launched with figurines designed in collaboration with CPFM and clearly people were excited to learn more about them.

Politics Here and Across The Pond

In the US, debates between candidates running for Senate seats drove people to search.

  • Warnock, Walker debate - 10/14/2022 - 200,000+ queries
  • Fetterman - 10/25/2022 - 500,000+ queries

We safely predict we’ll see more query volume for keyword phrases related to the midterm elections next month. Stay tuned.

Search interest in UK politics continued in October with the appointment of a new Prime Minister.

  • U.K. Prime Minister - 10/19/2022 - 1,000,000+ queries
  • Rishi Sunak - 10/23/2022 - 1,000,000+ queries

After Liz Truss stepped down from the post, Rishi Sunak officially became the incumbent Prime Minister on October 25th, 2022.

October 2022 Tech News

There were three notable queries related to tech companies from our collection last month:

  • Amazon Prime Day - 10/10/2022 - 200,000+ queries
  • Meta stock - 10/26/2022 - 500,000+ queries
  • Elon Musk - 10/26/2022 - 500,000+ queries

There was another Amazon Prime Day in October 2022 although the search interest related to this one wasn’t as large as the one that occurred during the summer:

Maybe one Prime Day per year is enough?  

The other two tech-related keyword phrases were a bit more gloomy as Meta released its third quarter earnings on the 26th, which caused the stock of Facebook’s parent company to fall sharply. On the same day, Elon Musk finalized his purchase of Twitter.

What will the future hold for either of these properties?  Whatever happens, people will be searching for answers.

The Collegiate Gridiron Roundup

Sports-related queries took up the majority of our collection from October 2022.  Here are the top college football keyword phrases:

  • Georgia football - 10/1/2022 - 1,000,000+ queries
  • Alabama football - 10/8/2022 - 1,000,000+ queries
  • Tennessee football - 10/8/2022 - 200,000+ queries
  • Texas Longhorns football - 10/8/2022 - 200,000+ queries
  • Alabama football - 10/15/2022 - 2,000,000+ queries
  • Clemson football - 10/22/2022 - 500,000+ queries

Since these keyword phrases were all queried on Saturdays, the intent behind them is most definitely game related. 

Just The Top NFL Queries

If Saturdays are for college football, then Sundays are for the NFL.  And Mondays.  And Thursdays.

  • Dallas Cowboys - 10/2/2022 - 1,000,000+ queries
  • Chiefs - 10/2/2022 - 1,000,000+ queries
  • Vikings - 10/2/2022 - 1,000,000+ queries
  • 49ers - 10/3/2022 - 2,000,000+ queries
  • Tom Brady - 10/4/2022 - 1,000,000+ queries
  • Broncos - 10/6/2022 - 2,000,000+ queries
  • Packers - 10/9/2022 - 2,000,000+ queries
  • Bengals - 10/9/2022 - 1,000,000+ queries
  • Bears - 10/13/2022 - 2,000,000+ queries
  • Cowboys - 10/16/2022 - 2,000,000+ queries
  • Broncos - 10/17/2022 - 2,000,000+ queries
  • Christian McCaffrey - 10/20/2022 - 1,000,000+ queries
  • Saints - 10/20/2022 - 1,000,000+ queries
  • Dallas Cowboys - 10/23/2022 - 1,000,000+ queries
  • Steelers - 10/23/2022 - 1,000,000+ queries
  • Patriots - 10/24/2022 - 2,000,000+ queries
  • Tampa Bay Buccaneers - 10/27/2022 - 2,000,000+ queries
  • Tom Brady - 10/27/2022 - 1,000,000+ queries
  • Buffalo Bills - 10/30/2022 - 2,000,000+ queries
  • Eagles - 10/30/2022 - 1,000,000+ queries
  • Vikings - 10/30/2022 - 1,000,000+ queries

There were more NFL related queries collected last month but we’re only publishing the phrases that were queried more than a million times during a 24 hour period.  This list is long enough!

Major League Baseball Is Still Interesting

The MLB playoff got a lot of attention from what was reported in Google Trends

  • Aaron Judge - 10/4/2022 - 500,000+ queries
  • Mets - 10/7/2022 - 1,000,000+ queries
  • Phillies - 10/7/2022 - 500,000+ queries
  • Astros - 10/11/2022 - 1,000,000+ queries
  • Dodgers - 10/11/2022 - 1,000,000+ queries
  • Phillies - 10/14/2022 - 1,000,000+ queries
  • Yankees - 10/15/2022 - 1,000,000+ queries
  • Yankees - 10/16/2022 - 2,000,000+ queries
  • Phillies - 10/18/2022 - 2,000,000+ queries
  • Padres vs Phillies - 10/21/2022 - 500,000+ queries
  • World Series - 10/28/2022 - 2,000,000+ queries
  • Astros - 10/31/2022 - 1,000,000+ queries

The eventual winner of the World Series will be revealed in our next report - no spoilers!

A New NBA Season

The 2022-23 season kicked off in October. Before the games started, Draymond Green made headlines for getting into a fight with one of his teammates:

  • Draymond Green - 10/5/2022 - 500,000+ queries
  • Draymond Green - 10/7/2022 - 1,000,000+ queries

The rest of the NBA-related queries had more to do with games than individual players.

  • NBA - 10/18/2022 - 1,000,000+ queries
  • Lakers - 10/18/2022 - 500,000+ queries
  • Suns - 10/19/2022 - 200,000+ queries
  • Lakers - 10/21/2022 - 500,000+ queries

The volume of NBA queries will pick up in March 2023 and will continue increasing in interest until the Finals in June.

Is European Soccer’s Popularity Apparent To You?

Finally, Keywords related to European football matches continue to appear in the top 3 of Google’s daily trends.  Here’s the full list of phrases.

  • Man City vs Man United - 10/1/2022 - 1,000,000+ queries
  • Man City vs Copenhagen - 10/5/2022 - 200,000+ queries
  • Chelsea vs Milan - 10/5/2022 - 200,000+ queries
  • Arsenal vs Liverpool - 10/9/2022 - 500,000+ queries
  • Barcelona vs Inter - 10/12/2022 - 500,000+ queries
  • Rangers vs Liverpool - 10/12/2022 - 200,000+ queries
  • Real Madrid vs Barcelona - 10/15/2022 - 1,000,000+ queries
  • Manchester United - 10/19/2022 - 200,000+ queries
  • Chelsea vs Man United - 10/22/2022 - 500,000+ queries

The popularity of this non-American sport is quite apparent in search trends. The team at AMP Agency wonders when there will be more domestic coverage of these games.  Perhaps soon is likely the answer.

Thanks for reading. If you liked this article, we utilize search trends data for all of our clients and we invite you to learn more about our SEO services.

Related Posts

In our continuing series of examining Google Search Trends to gain insights into the top keywords queried in the USA, we present our findings for December 2022. Every day, we capture the top three keyword phrases in terms of search volume as reported by Google Trends (US Only). Each term has an estimated query volume attached to it, which we also record. The number scale tops out at 10,000,000+ with a lower limit of 200,000+ (sometimes 100,000+). After the conclusion of the month, we look at the phrases we collected along with their volumes to get an understanding of what drove queries for the month.   The Final Report For 2022 When the calendar flips to the month of December, there’s a feeling of reflection that we, as writers of this blog series, feel we must express.  Capturing the top 3 queries from Google’s Daily Trends reporting module is a manual effort and because this effort takes time, our minds need to be focused on these phrases. We can’t escape the pondering of why these keywords were queried in Google.  At the end of the year, our thoughts drift to the wonder of what we learned. Have we learned anything from examining these top keywords? Looking back at the year, we observed behavior that’s similar to past years with little nuances that were unique to 2022.  For instance, people really like searching about sports but this year, the World Cup captivated Google searchers. You’ll learn more about World Cup queries in this report. When famous people die, their name typically becomes a top query of the day. Predictably, queries related to Queen Elizabeth II’s death were on another level in terms of volume. Lastly, the biggest takeaway was the searches for medical conditions.  If there was an announcement of a famous person having a condition, it drove people to search.  For example, when the family of Bruce Willis stated he was stepping back from acting on March 30th, 2022 because of his aphasia diagnosis, it was queried over 10 million times.  Last month, we had another query that fit this particular category, which we’ll examine later on in this post.    Top Phrases of 2022 12th Month The top queries of December 2022 are as follows: Kirstie Alley - 12/5/2022 - 10,000,000+ queries tWitch - 12/14/2022 - 10,000,000+ queries Argentina vs France - 12/17/2022 - 10,000,000+ queries Sadly, the first two are associated with deaths.  Kirstie Alley died on December 5th and the DJ Stephen "tWitch" Boss died on the 13th. The championship match for the World Cup occurred on the 17th and many people were engaged with the game on Google Search. December is for Holidays December is the month for holidays.  Let’s see which ones were searched for the most. Pearl Harbor Day - 12/7/2022 - 500,000+ queries Merry Christmas - 12/24/2022 - 1,000,000+ queries Boxing Day - 12/25/2022 - 200,000+ queries Happy New Year 2023 - 12/30/2022 - 1,000,000+ queries Pearl Harbor Day has been gaining search query popularity over the past two years. We were not surprised to see the query make the daily top 3 last year since it was the 80 year anniversary of the attack.  This year, the query volume for the phrase wasn’t as high as it was in 2021 but it was still enough to make our collection.  The new holiday query for this year was Boxing Day.  In our 4 year records, we never saw this holiday make the list.  2022 changed that. Let’s look at all the available data for this term.     The highest peak occurred in 2019 but slid a bit in 2020. Since then, search interest has been on the rise. Will we see a larger peak for this day after Christmas celebration in the USA in 2023? We will have to see!  Medical Condition Queries As it was stated in the look back at 2022, medical conditions of famous people drive search queries. Stiff person syndrome - 12/8/2022 - 2,000,000+ queries When Celine Dion revealed she was postponing her tour because she had Stiff-Person Syndrome (SPS), the need to know more was satisfied with Google Search. It’s important to know that when it comes to health information, Google is still the place to research. Popular Movies & Shows December 2022 had a few entertainment options that were worth noting: White Lotus - 12/11/2022 - 500,000+ queries Black Adam - 12/16/2022 - 200,000+ queries Emily in Paris - 12/21/2022 - 200,000+ queries Glass Onion - 12/23/2022 - 500,000+ queries The season 2 finale of the HBO TV show, “The White Lotus” aired on December 11th and people wanted to know more.  The Black Adam film was available for streaming on the 16th.  The third season of “Emily in Paris” became available on the 21st and on the 23rd, Glass Onion: A Knives Out Mystery was released on Netflix. In addition to these queries, Amazon announced that it secured the rights to the intellectual property of the Warhammer 40,000 game.  Warhammer - 12/16/2022 - 100,000+ queries Henry Cavill is set to star and serve as an executive producer in future shows and films. Special Elections and Other News The final election of the 2022 midterms was held on the 6th of December.   Georgia Senate Race - 12/6/2022 - 5,000,000+ queries Brittney Griner was released from Russian custody on the 8th after being detained for months. Brittney Griner - 12/8/2022 - 2,000,000+ queries Sorry if you were traveling last month on Southwest Airlines, but you probably know better than most that their canceled flights were a hot topic. Southwest Airlines - 12/26/2022 - 1,000,000+ queries The former pope passed away on the 31st, almost 10 years after resigning from the papacy in 2013. Pope Benedict - 12/31/2022 - 2,000,000+ queries Greta Owned Twitter and Search We’re not sure if you follow the trends on Twitter. We don’t follow them as closely as we do for Google.  Last month, Greta Thunberg traded barbs with the former professional kickboxer Andrew Tate.  The viral exchange eventually led to Tate’s arrest in Romania.  Greta Thunberg - 12/27/2022 - 2,000,000+ queries Greta Thunberg - 12/28/2022 - 500,000+ queries Greta Thunberg - 12/29/2022 - 2,000,000+ queries For three days straight, Greta not only owned Andrew Tate but also Google Search. NFL As usual, sports-related queries made up most of our collection from last month.  We broke up the list into 3 sections; NFL, NBA, and World Cup.  Here is the timeline for teams in December 2022:  Packers - 12/4/2022 - 500,000+ queries Detroit Lions - 12/4/2022 - 500,000+ queries Rams - 12/7/2022 - 500,000+ queries Dallas Cowboys - 12/11/2022 - 1,000,000+ queries Buccaneers - 12/11/2022 - 500,000+ queries Patriots - 12/12/2022 - 500,000+ queries 49ers - 12/15/2022 - 1,000,000+ queries Seahawks - 12/15/2022 - 1,000,000+ queries NFL - 12/17/2022 - 2,000,000+ queries Patriots - 12/18/2022 - 1,000,000+ queries Jacksonville Jaguars - 12/18/2022 - 500,000+ queries Jets - 12/22/2022 - 1,000,000+ queries Dallas Cowboys - 12/23/2022 - 2,000,000+ queries Green Bay Packers - 12/24/2022 - 1,000,000+ queries Raiders - 12/24/2022 - 1,000,000+ queries Chargers - 12/26/2022 - 1,000,000+ queries Dallas Cowboys - 12/28/2022 - 2,000,000+ queries Were people searching because their team won or lost in dramatic fashion?  The answer is both.  Here’s a list of NFL player names that made the list: Deion Sanders - 12/2/2022 - 500,000+ queries Jimmy Garoppolo - 12/4/2022 - 1,000,000+ queries Kyler Murray - 12/12/2022 - 1,000,000+ queries Russell Wilson - 12/25/2022 - 500,000+ queries J.J. Watt - 12/25/2022 - 200,000+ queries J.J. Watt - 12/27/2022 - 500,000+ queries Derek Carr - 12/28/2022 - 500,000+ queries An ex-player took another job (Sanders), a few players got hurt (Garoppolo, Murray), a couple of players didn’t play well (Wilson, Carr), and one player is retiring (Watt). NBA When it comes to American professional sports, the NBA is the second most popular in search interest (next to the NFL).  Did your favorite team/player make the list? Celtics - 12/10/2022 - 200,000+ queries Warriors - 12/14/2022 - 200,000+ queries Knicks - 12/20/2022 - 100,000+ queries Nets - 12/21/2022 - 200,000+ queries Luka Doncic - 12/27/2022 - 500,000+ queries The lone player name (Doncic) scored 60 points on the 27th. World Cup Finally, the World Cup was still the most popular subject this month as it was in November 2022.  Take a look at this timeline!  Can you follow the teams through the matches?   Cameroon vs Brazil - 12/1/2022 - 2,000,000+ queries South Korea vs Portugal - 12/1/2022 - 2,000,000+ queries Costa Rica vs Germany - 12/1/2022 - 2,000,000+ queries Netherlands vs USA - 12/2/2022 - 5,000,000+ queries Argentina vs Australia - 12/2/2022 - 2,000,000+ queries England vs Senegal - 12/3/2022 - 2,000,000+ queries France vs Poland - 12/3/2022 - 1,000,000+ queries England vs Senegal - 12/3/2022 - 1,000,000+ queries Portugal vs Switzerland - 12/5/2022 - 5,000,000+ queries Brazil vs South Korea - 12/5/2022 - 2,000,000+ queries Croatia vs Brazil - 12/8/2022 - 5,000,000+ queries Netherlands vs Argentina - 12/9/2022 - 5,000,000+ queries Morocco vs Portugal - 12/9/2022 - 5,000,000+ queries England vs France - 12/9/2022 - 2,000,000+ queries France vs Morocco - 12/10/2022 - 200,000+ queries Argentina vs Croatia - 12/12/2022 - 5,000,000+ queries France vs Morocco - 12/13/2022 - 5,000,000+ queries Francia vs Marruecos - 12/13/2022 - 200,000+ queries Messi - 12/13/2022 - 200,000+ queries Argentina vs France - 12/14/2022 - 500,000+ queries Croatia vs Morocco - 12/17/2022 - 1,000,000+ queries The championship query is listed in the first section of this report and it received over 10 million queries on the 17th.  Interesting to note that the Spanish version of the France vs Morocco query also made the top 3 of the Daily Trends on the 13th. After the past two months, we have a better understanding of the USA’s interest in the World Cup and the diversity of the audience with a Spanish query making the report. Thanks for reading. If you liked this article, we utilize search trends data for all of our clients and we invite you to learn more about our SEO services.

Social media is, as 2022 has proved, an ever-changing landscape. Based on trends, consumer insights and cultural shifts, a lot can change very quickly. While social media can be a moving target, and there will be much more to track in the months to come, these are our new year predictions for social media in 2023. Let’s see which ones we’ll still be talking about in December… Twitter & Emerging Platforms It wouldn’t be a 2023 social media forecast if we didn’t start off by mentioning 2022’s Twitter madness. One of the biggest takeaways from the Twitter exodus are the various emerging platforms that have come to life. Mastodon Social, Twitter’s “alternative” has been around for 6+ years which uses servers and allows users to follow topics and other users, similar to Twitter and Reddit. Hive Social is an emerging platform that focuses on the “simplicity” of social media, it's a mix of MySpace (music on your page anyone?!) Instagram (chronological photo posts) and Twitter, ultimately allowing you to express yourself without the pressure associated with social media.  Tumblr has made a big comeback with some users jumping from Twitter to the “microblogging” network.We’ve also seen a reemergence of personal newsletters and blogs/websites. Short Form Video Maintains Power Though we can’t say if Vine will make a comeback, we know that TikTok is not going anywhere. It’s no coincidence that Instagram has leaned heavily into Reels and short form video content in 2022. US adults spend on average 38 minutes watching video on social networks per day in 2022.  There's a few reasons why short form video content has such a grasp on audiences: The versatility (have you seen those clips that stop you in central park and ask what you’re wearing?) Viral audio options (fun opportunities to remix or duet with trending sounds) Gen-Z’s shortened attention span (Gen Z is most likely demographic to skip content—including ads—that doesn’t interest or entertain them) Auto play lowers the barrier of entry for engagement, and makes grabbing the attention of your audience easier. Shoppable Social Closely related to short-form video is social shopping, which will boom in 2023 with almost half of the US population expected to order something they saw on social media in the new year. There are major opportunities in the new year for advertising to get creative and gain the attention of Gen-Z (the generation most likely to shop on social). We’ve seen social media platforms rise to the occasion with Facebook Shop, Facebook Messenger for customer service and purchasing, TikTok adding  more shoppable solutions with new ad units, shopping tab to profiles, and exploring live shopping. Instagram building out their Shop Tab, and the seamless integration of card and shipping information. User reviews and hauls are also leading the movement of social shopping. Live shopping is going to become increasingly popular in 2023, with brands working directly with influencers and creators to produce live unboxings and hauls. A brands’ best bet to strengthen e-commerce on social? Build trust among consumers, focus on customer service and accessibility. What items, if anything, have you purchased on social media in the past year?   User-Facing Content Between the BeReal boom and shoppable social, consumers want products and experiences that are authentic and relatable now more than ever. The era of user-generated content (UGC) is here: Reviews, unboxings, tutorials and product reviews posted on social media have placed consumers in the influencer role. Influencers and content creators know and work towards this strategy, but brands are able to  go a step further with these genuine experiences and reviews by real consumers.    Mixed Media Experiences Content that combines online with real life experiences, which we’ve seen more frequently this year, will really gain momentum in 2023. Mixed media blends two different mediums and in 2022 we’ve seen a lot of interesting mixed media experiences, including: Pinterest launching Shuffles an invite-only collage-making app Burberry partnering with Minecraft to promote a special collection and in-game adventure #BookTok TikTok’s very own book club Concerts in the Metaverse  According to Instagram’s 2023 Trend Report mixed media will rule content creation. The next generation expects their favorite influencers to branch into new forms of media. For example, over 40% of Gen Z followers want to hear podcasts from their favorite social media creators in 2023.   Search Going Social In 2022, it was revealed that younger users are “often turning to apps like Instagram and TikTok instead of Google Search or Maps for discovery purposes.”(TechCrunch) 40% of Gen Z users prefer using TikTok and Instagram for search over Google. Information is shown in a more visually-appealing way on TikTok discovery video versus a plain-old Google search. TikTok videos tend to be quick, human and visually immersive - all factors that urge us to try something new. In 2023 we’re going to see this trend increase as users can find recommendations, local businesses, and store information and hours all through social media. TikTok just began to allow ads to appear in search.There is a lot of opportunity for TikTok and Meta to venture into search advertising and take advantage of these existing behaviors.  Here we go! 2023 is already off and running. What are you most looking forward to seeing on social media in 2023?

Taking a closer look at marketing’s favorite buzzword “Disruption”. “Zeitgeist”. “Thumb-Stopping”. We all have buzzwords that we wish we could tune out. Mine is “authentic” - a word that I’ve described as the corporate equivalent of “moist”. Yet it’s a difficult one to avoid. It seems that every organization, publication, and thought leader can’t get enough of the adjective. Businesses and brands are regularly tasked with the impossible mission of looking, sounding, or just being authentic. And with the new year comes new projects and briefs to chase this intangible goal. Here’s the problem: brands are corporate entities, not people, and have no business trying to be authentic. In fact, most attempts to crack the elusive code of authenticity and “be relatable” often hurt more than help (see: the endless stream of cringey TikToks from tone-deaf brands). I know what you’re thinking. “But look at the legacy of the Dove Real Beauty campaign! The rise of BeReal! Whatever DuoLingo is doing on TikTok!” There is a method to the madness, but it requires a closer look at larger trends.   Chasing an “authentic” human face Ever notice how the term “sellout” doesn’t get thrown around the same way it used to? That’s because the term has shifted from a pejorative to an ideal: 86% of young Americans want to be influencers, a role that comes not only with clout and followers but brand deals and sponsorships. Being chosen as a guest at a corporate event or becoming a brand ambassador has become the ultimate status symbol. Practically, the choice makes sense for both parties. Influencers can monetize their content, while brands gain a human face, an attentive audience, and relatable examples of how their products can be used.  Aside from speaking through influencers, many brands now use their community managers and other employees as human faces for consumers to connect to. A scroll through TikTok shows many branded accounts not speaking about their products or participating in trends, but bemoaning restraints from their legal teams or their constant need to post content. Again, these are people who act as stand-ins for a business. But what if businesses were simply transparent about what they were? In an age where every brand is trying to appear authentic by using internet speak and filming their mascots doing dances, the most radical thing might be to honestly share what your brand stands for or is up to on a day-to-day basis.   It’s okay to not be authentic If you’re reading this, I assume you’re one of Beyoncé’s 278 million Instagram followers, but just in case I can briefly describe her profile. Her grid is populated with stylized glamor shots, usually featuring only herself in designer outfits on sets, in mansions, and on yachts. Her photos rarely have captions and she follows no one. This behavior is a far cry from the mundane “authentic” mirror selfies and pleasant vacation photos posted by our friends. Yet it makes complete sense because Beyoncé is a multimillionaire and the most awarded singer in Grammy history.   Just as Beyoncé’s over-the-top social posts fit with her personal brand and lifestyle, so too can brands craft a presence that tells a story about who they truly are, all while being honest, distinct, and engaging.    Instead of “being authentic”, why not try… Being transparent Give people a look behind the curtain about how things work or the decisions your team is making. Better yet, give them a say in the decision-making process. Being helpful Answer questions or clean up confusion around your products, or teach your audience something genuinely useful to their day-to-day lives.  Being understanding Understand the tensions in your audience’s lives and how you can solve them. Keep a pulse on what’s relevant and valuable to them.